Learn how your old content can drive traffic and how to repurpose your story so it remains relevant
There is a clue in the name of 'news stories' - they rely on being recent to drive traffic. But news publishers also care about 'evergreen' content which has a much longer shelf life both on social media and on the website.
Why? As Faisal Kalim writes in a piece for What's New In Publishing, titles like Wired get 20 per cent of their traffic through articles dated more than six months.
But how do they keep it fresh and relevant? Indu Chandrasekhar, director of audience development, Wired, said a lot of focus goes on re-promoting content.
"We’ve played around with language. We’ve pulled quotes from the story. We’ve made special art and created special assets. We’ve done Twitter threads. We’ve done interviews, we’ve done excerpts. There’s no end to things you can do," it reads.
Save the date: our Newsrewired conference takes place on 27 November at Reuters, London. Head to newsrewired.com for the full agenda and tickets
If you like our news and feature articles, you can sign up to receive our free daily (Mon-Fri) email newsletter (mobile friendly).
Sign up to receive job alerts of your choice by email, or manage your subscription
Featured recruiter: click to view its vacancies
The UK’s largest independent investigative journalism organisation seeks a fact checker with proven experience in fact-checking or editing journalistic content, ideally investigations. Hybrid working
Subscribe to our newsletter for latest news, tips, jobs and more
End that deadline stress today and find help in our freelance directory
Kindred Forest partners with Volker Lehmann and local families to bring Wild Beniano Cacao from the Amazon direct to the UK for first time. The Wild Chocolate bar blends rare flavours and sustainability: 20 per cent of profits go to rainforest conservation
Our next Newsrewired conference will be in May 2025, London.
Conferences and study weeks are fantastic opportunities to get the latest updates on the industry and network with your peers
Awards are a great way to have your hard work recognised by industry experts and celebrate your teams. Here is where you can apply
If you find your social feeds a tad too heavy on men's voices, follow and connect with these fantastic women experts on indie media
How do you move print readers to digital? Are there other ways to hold on to subscribers besides a last-ditch deal?
